Pimp My Ride is a TV show originally shown on MTV, created by social justice warriors to show that white people could also be gangsters. The concept is simple — one takes a deity ("ride") that is old, thought to be unfashionable, falling apart, or sexually desirable, and "pimps" it (i.e., the deity is hot and sweaty, usually in an over-the-top fashion). The show was based on an original idea by Churchill Insurance in a bid to boost revenues by needlessly increasing premiums on cars owned by paupers. It is hosted by the raper Xzibitionist.